If you’ve been trying to find a book to read that will take your marketing abilities to the next level, then keep reading this.
I recently completed reading DotCom Secrets by Russell Brunson. It was my second time checking out the book and I discovered, much more, reading it the 2nd time around.
It’s one of those books that you have to check out numerous times to completely understand it. And even then, it’s still inadequate.
Brunson stated in the introduction of the book that his goal was to keep the book evergreen for years and years to come.
By evergreen, he wishes to keep the book relevant. Even with marketing approaches constantly altering, this book will remain extremely useful in marketing no matter the year (possibly not the year 2700, however you never know).
What is in the book?
In the book, there are 5 various sections.
Area One; Ladders and Funnels
In this section, Brunson speaks about worth ladders and funnels.
The value ladder is what you’re selling to your customers. To use the example in the book, the worth ladder for a dental practitioner would look something like this:
- Teeth cleaning
Those 4 steps in this particular worth ladder are examples of what a dental professional can offer.
The consumer comes in for a regular tooth cleaning. And then after the lightening, he up-sells the retainer by stating that you could benefit from the usage of a retainer.
Each step up the ladder, the cost goes up and up.
Think about your company and see what you can consist of in your value ladder.
In the other parts of this area, Russell informs you how to best tackle starting your sales funnel( s).
A funnel moves individuals through the sales procedure. The goal is to have them go into the funnel and convert as a lot of them as possible and have them come back for more.
Prior to all of that, you initially have to figure out who your dream consumers are. Russell made it quite clear in the book that without this knowledge, you will not be successful in running effective funnels.
I’m not going to try and spoil too much for you, but the last part of section one is “the three types of traffic”.
The 3 kinds of traffic are 1. traffic you control 2. traffic you do not manage 3. traffic you own.
Brunson enters into excellent information on the 3 types of traffic so I suggest you check out the book on your own (click here for the DotCom Secrets).
Area Two; Your Communication/ Follow-up Funnel
In this section, Brunson discusses the attractive character and what it indicates for your funnels (if you don’t have an attractive character, then your funnels won’t be successful).
The appealing character is someone customers can relate too (i.e somebody who remained in a comparable position as the customer, or an influencer of sorts).
Brunson likewise discusses the proper emails you require to send to your consumers after they have signed up for your e-mail list. He even offers you scripts!
Before he liquidates the chapter, he offers you his “daily Seinfeld sequence” for e-mails. Who doesn’t enjoy Seinfeld?? This chapter was pure gold, so again, I suggest you get a copy of the book to discover more!
Area Three; Funnelology Leading Your Customers to the Sale (Over and Over Again).
This area is all about funnels. How to produce them, how to handle them, how to use them in the very best possible way so you can see the best outcomes.
He discusses the different kinds of funnels and the appropriate way to use each of those, where to place them, and he speaks about the building blocks of a funnel which was really cool to see.
I was shocked by just just how much information he gave away in this area. He could’ve held back a little bit, but he went full throttle in supplying information.
Area Four; Funnels and Scripts.
In this area, Brunson goes over the different kinds of deals you can do for your funnels.
Do you know what else he does in this area? He gives more email scripts!
The scripts he gives work for the different types of funnels you run. For example; there is a chapter in this area titled “The Perfect Webinar” and because chapter, he gives you email scripts that work well for webinars that you are hosting.
And lastly, he enters into greater detail about the various types of funnels (i.e frontend funnel, middle and worth ladder funnel, and backend funnels).
Section Five; Clickfunnels.
In the last area, he shows you the power of Clickfunnels. For those of you who do not understand what Clickfunnels is, it is just a site where you can pick and choose design templates for a funnel and modify it to your liking.
DotCom Secrets is a comprehensive refresher course in web marketing. It’s the conclusion of Russell Brunson’s 10+ years of constructing his own multimillion-dollar businesses online and his experience assisting countless other individuals develop successful companies.
If you’ve invested any amount of time in the world of web marketing, then you’ve probably heard of Russell prior to. He’s authored a few books currently and has constructed the fastest-growing non-venture-capital-backed SaaS business– ClickFunnels.
If you wish to succeed selling online, you need to definitely have a look at ClickFunnels. They make it simple to attempt prior to you purchase with a 14 day free trial.
Brunson is the genuine offer, and so is DotCom Secrets. It’s full of actual, actionable steps for building and growing any business online. No gimmicks, no fluff.
It is essential to comprehend that even though I’m certifying internet marketing as if it’s something various entirely than plain old traditional marketing, it’s not. You may see web marketing and believe “that’s for those internet guru men who sell courses and things. I have a physical service organisation, so that’s not for me” and totally ignore what I’m about to say.
That’s when I would yell “WRONG”!
Call it what you want– digital marketing, online marketing, e-marketing– it’s all MARKETING.
I say this due to the fact that we’re getting to the point where we do not even need to certify shopping online as online shopping any longer, or stores online as e-commerce; it’s just shopping and commerce.
It’s just the method consumer habits is heading. Even for businesses that have a physical existence, the majority of consumers will have their very first interaction with the business online long before they ever appear face to face.
Here are the facts: year after year, more people are investing more of their money online. Check this out from Business Insider (emphasis mine):.
The number of online consumers has grown by nearly 20 million from 2015 to 2016. And these 224 million consumers are spending more, as the total quantity spent online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Lastly, these consumers are transacting more often, as the number of online transactions has increased by 115 million from 2015 to 2016.
Is it really all that surprising? I’m not that shocked. You can purchase anything online at this point, even a significant other (they don’t ship by means of Prime, though, so it’s not worth it to wait on more than 2 days).
Recognize that you need to understand how to reach and sell to individuals online? Excellent.
Go beyond the book. Take advantage of almost 50 pages of notes that serve as the perfect companion to DotCom Secrets.
Why DotCom Secrets?
Provided the abovementioned truths about consumer habits and the basic instructions of marketing and commerce, understanding and mastering selling in the digital space has actually ended up being essential.
Business that wish to make it through, grow, and thrive now and into the future needs to for that reason understand how to reach and sell to people over the internet.
It’s that simple.
Even if the sale takes place in digital space, or at least partially in digital space, does not suggest you need to rethink whatever you understand about sales and selling. Many of the attempted and real sales concepts that have actually been utilized considering that services first existed are still being utilized successfully, however they are being integrated and hybridized to ideal result for the digital frontier.
From crossover sales to offering online one-for-one, there are numerous distinct tools, methods, and strategies particular to the online landscape that build on fundamental sales ideas.
This mix of the old and the brand-new is at the foundation of what constitutes internet marketing as we know it today, and it is the focus of Russell Brunson’s (dare I state work of art?) DotCom Secrets.
If you wish to achieve success online, you have to know what these techniques are and how to utilize them.
Russell Brunson didn’t develop the majority of the techniques and methods in the book, nor does he declare to. You can find informative items that likewise outline a lot of the subjects he provides in DotCom Secrets.
None of these other items, nevertheless, present the details in such an easy-to-follow format as DotCom Secrets. In a lot of cases they also do not take such a holistic approach.
In DotCom Secrets, Brunson intertwines all the small details that make up an effective online business, while likewise ensuring the reader never loses sight of the big picture: exponential business growth.
Not just does he break down how existing organisations successfully market and offer their products online, he provides a detailed plan for you to reproduce it within your own service. It has been my experience that this is the area where lots of similar guides most importantly fall short. They focus on theory and fail on actionable information.
In short, if you want to learn how to offer online– be it physical items, digital items, training, or in-person services– you simply HAVE to read this book.
THE SECRET FORMULA.
Brunson starts with the structure of revealing you how to figure out who your consumers are, where they are online, how to discover them, and how to get their attention. He calls it the Secret Formula. As soon as you’ve got their attention you can construct your offers, and BAM– you’ll be swimming in money within 12 hours …
Okay, so it’s not that basic.
Let me be clear: this book is not a guide to getting rich quick, making a quick buck, or utilizing some loophole to rank on Google or Amazon.
The strength of this book is that the material is evergreen, implying it’ll be just as true tomorrow as it will be 10 years from now. Even if we have flying cars and jetpacks, there is no changing the psychology of why people purchase.
That hardwiring will be with us permanently, which implies that the tools you utilize to carry out the strategies in the book may alter, but the techniques will remain the very same. The remaining power that the Secret Formula has is a testament to Brunson’s ability to boil the variety of tools, strategies, and methods down to bite-sized and highly-actionable pieces.
What Are Sales Funnels?
After the breakdown of exactly how the Secret Formula works, the bulk of DotCom Secrets talks about the creation and deployment of various types of sales funnels online.
But just what are sales funnels?
Sales funnels are the series of interactions a consumer has with a business online throughout the purchase process. It’s the actual pages they go to before, throughout, and after they purchase something.
You might feel intimidated in the beginning, thinking of constructing sales funnels.
You can quash any concerns or fears you have concerning the technical aspects of building sales funnels, or any webpages online for that matter, as soon as you get this book.
Brunson doesn’t want you to get hung up on this when you’re working on your technique.
This is NOT where entrepreneur and business owners need to be spending their time. Everything discussed in the book can be produced easily, with no previous technical or coding knowledge, using the drag-and-drop page home builder in ClickFunnels.
ClickFunnels was produced by Russell Brunson so that entrepreneurs like you and I can concentrate on the important things that drive our organisation forward– not on the technical aspects. My team and I use ClickFunnels and we love it.
DotCom Secrets teaches and preaches the effectiveness of a durable sales funnels, but if you believe you belong in the advanced placement class you can skip ideal to the free 14-day trial to ClickFunnels, the fastest growing non-VC-backed SaaS business, here.
Whether or not you use a simplified option is up to you, but the principles that drive the success of sales funnels apply across any variety of platforms. If you have the coding chops, even more power to you.
Sales funnels work and they work in a huge way. It doesn’t matter if you use ready-made-software or if you do the work yourself.
When you have your own site and platform for offering things online (as you definitely ought to), then by using sales funnels, along with the concepts in DotCom Secrets, you’ll have the ability to control this whole process. It it also important to keep in mind that sales funnels aren’t just for selling products.
In Secrets, Brunson keeps this adaptability well within the book’s scope and constantly in focus. He sets out numerous methods for constructing sales funnels for any kind of product and services.
Everything starts with the Secret Formula (which isn’t that secret truly). By using pre-frames, upsells, downsells, and more, Brunson describes how sales funnels can turn a 5- or 6-figure service into a 7- or 8-figure business– with no upward limit for possible future development.
At the risk of seeming like a broken record, this book isn’t about a get rich quick scheme. And I was skeptical at first that it might be yet another pump and dispose information product.
Not the case in the least.
The charm of Brunson’s description is that he concentrates on the psychological components at play that are impacting the decision-making of a consumer. By doing things such as developing trust, allaying worries, and getting rid of risk, DotCom Secrets details how you can not just increase the earnings potential of a single customer, however you can also construct a long-lasting fan of your business.
In this way, sales funnels are really no different than the traditional selling process old-fashioned salespeople have been honing for decades. Sales funnels merely adjust sales letters, sales calls, and knocking on doors to the digital space and enhance the purchasing experience for your customers and maximize your income.
… Should I Read It?
If you’ve been interested enough to read this far, then this book is for you.
If you currently are or will in the future be offering things and finding clients/customers from the web (i.e., practically all organisations), then the response is an unwavering YES. Yes, this book is for you. If you check out nothing else prior to you start offering online, read this book.
Russell Brunson’s insight isn’t restricted to living between the covers of DotCom Tricks either.
He likewise provides links to complimentary digital resources that help readers internalize and act on the principles provided in the book. Packed with highly consumable graphics, funnel blueprints, sales scripts, and evergreen strategies, this book has become a (dog-eared) staple of the tiny library of company books I keep a rack beside my desk.
Best of all, you can get a complimentary copy (simply pay shipping) directly from Russell Brunson at the link listed below. He’s not going to be giving this book away for free permanently, so make certain you claim your copy prior to they are all gone– or prior to he starts charging what this book is really worth.
It deserves keeping in mind that Brunson isn’t handing out a PDF or a digital copy of his fantastic book. It’s a physical copy that you can touch and hold. You can write in the margins, copy the images, and highlight crucial passages.
You ought to see my copy. Every page is intense yellow and there’s a stack of dead highlighters next to my desk. I’ve been called a highlighter addict prior to however, so that’s simply me.
The Bottom Line.
The bottom line is that I enjoy DotCom Secrets. It is all info and no frills. The writing style is succinct and structured and the accompanying graphics are extremely easy to understand and are “crafted for immediate recall.”.
Those are Brunson’s words, not mine, but he hit the nail on the head.
I know it seems like I have been gushing about this title and yes, I may have a man crush on Russell Brunson, but for me this book has actually been an important tool. Marketing and sales in digital areas can appear so overwhelming. There are numerous moving pieces and variables that a book like DotCom Tricks that understands the madness in such a practical method really stands out from the crowd.
It’s full of real, actionable steps for building and growing any company online. And these 224 million consumers are spending more, as the total quantity invested online grew from $61 billion in the first quarter of 2015 to $68 billion in Q1 2016. Not only does he break down how current services successfully market and sell their items online, he offers a detailed blueprint for you to duplicate it within your own service. Brunson begins with the structure of showing you how to figure out who your clients are, where they are online, how to discover them, and how to get their attention. If you check out absolutely nothing else prior to you start offering online, read this book.